Google’s ‘Shop the Look’ lets you buy clothes straight from search results

When it comes to fashion and latest trends in the apparel industry, we always want more detailing and more ideas. The search engine Google, which always comes in handy for any kind of information or idea is set to help you with this as well.

Google is launching a new advertising program called Shop the Look that will let you search for specific outfits and receive photos and purchase links right from the results page. The company is sourcing content (and the links to buy clothes featured in the content) from reward Style’s LIKEtoKNOW.it, a company that lets fashion bloggers make money from their social posts.

They do this by helping influencers send followers an affiliate link to buy the products featured in their social posts. For example, if I “like” a picture of an outfit on Instagram the service will email me links to buy all of the pieces of clothing in the photo.

In the face of ever increasing competition from mobile apps, Google’s latest move is aimed at making its search platform more useful and effective. The problem is why turn on Chrome when you follow your favorite designers or clothing brands on Instagram, or have a curated list of popular Pinterest boards to choose from? The company wants to fix this.

Just in the past few months, Google furnished search with solitaire and tic-tac-toe games and a symptom search system for self-diagnosis. Each new feature is a subtle nudge to keep using Google search for all your wants and needs.

Noticeably, Google is integrating Shop the Look with its Shopping campaign ad product, meaning retailers can create an ad for an article of clothing to potentially appear in these results.The feature will also benefit fashion influencers who use platforms like LIKEtoKNOW.it to make a living. By including their content (and affiliate links) in search results, they have the opportunity to have their content seen by a lot more people.